The beginning of the New Year is a good time to outline your 2012 marketing strategies and to decide which events and holidays are especially meaningful to your industry and sector. Once you've selected events for your seasonal campaigns, keep in mind various online campaign strategies for achieving maximum results. Customers rarely abandon Main Street shopping completely, and a high percentage of email users are reluctant to make purchases online for many reasons. Apart from exceptional discounts and gifts, your audiences also expect an occasional "heart-warmer"—a noncommercial message aimed at building relationships.
Although most of your contacts expect to receive more email deals immediately before events and celebrations, that doesn't mean they'll open and click through anything that drops into their mailbox. Social-share icons can increase email click-through rates (CTRs) up to 114%, according to the latest research from GetResponse.
Document your campaign results carefully, and treat them as points of reference for future campaigns. Download the Promo Campaign Planner, and use the handy tips in this article to make planning your campaigns more fun. And I'm curious, which less-obvious holidays will you use as themes for your future campaigns, and which ones are the typical sales boosters in your industry?
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Hanna Andrzejewska is content marketing expert at GetResponse, an email marketing provider that serves more than 210,000 small and midsize customers around the world. Brian Solis shares why great products, creative marketing, and delightful customer service are no longer enough to win customers.
Presented by: Paul ChaneyIn just 10 minutes, we'll share six practical tips that will help you tap into your online community to grow your business and benefit your customers.
In this 22-page guide, you'll learn how to identify the key hires to get your team started, what traits and skills to look for in your key hires, how to manage freelancers, and much more! Through eight simple to follow, well-defined steps, SmartTools: Email Campaign Planner will help you establish an effective email marketing program to gather and convert leads.
Presented by: Mark Lerner In just 10 minutes, you'll learn three simple steps to source quality influencer video and use it to impact your bottom line in a meaningful and measurable way. MarketingProfs uses singlesign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you.
So you feel you should have done something extra this past Christmas and New Year, but had no idea where to begin? Running a successful seasonal email marketing campaign is all about common sense and planning in advance.
We have booked our calendars and waiting for you to shower some tempting deals on us Go On and make the most out of these marketing opportunities. For many companies, marketing campaigns are the main method for both communicating with their market to reinforce their positioning, and for customer acquisition. Many marketing campaigns contain an overarching theme, which can be leveraged over extended periods of time with multiple variations, or different elements, to tell an entire story. Note: You can access guided campaign planning templates in our marketing planning and management app. An example would be The Duck campaign launched by the American Family Life Assurance Company in 2000. Large consumer marketers like Alfac typically use ad agencies (both traditional media and digital media agencies) to design their campaign creative, handle the media buys, and track results. Campaigns can also be simple – using a single medium, with a single message and call-to-action. If you’re planning a group of campaigns for your marketing plan, it’s good practice to start with your annual goals and work backward to develop campaigns to meet those numbers.
With solid planning, a jolt of creativity, and a focus on measurement, you’ll be in a strong position for success. You focus on an offer and call-to-action, and you touch your prospects several times and follow up when appropriate. You recognize the challenges in measuring results, but you do what you can; it helps you improve the next time around.
Your campaigns aren’t the most creative or the splashiest, but you’ve hit many of your marketing goals. Since you stick with the same campaigns, year in and year out, it’s also difficult to figure out how to generate additional leads. Your marketing programs tend to be reactive – suddenly you’re low on leads or falling short of your goals and you launch a campaign to fix the problem. Since your programs don’t seem to work, it’s difficult to gain budget approval for future campaigns that could be better-planned and executed.
Create a free account in our marketing planning and management web app for step-by-step guidance. Campaign copy and creative should always support your brand strategy and messages, even if you’re running a tactical lead generation campaign.
Evaluate ideas and options (traditional sales activities, Internet marketing, social media, telemarketing, direct mail, email and publicity) to determine which ones are most effective for meeting a particular goal.
With more specific targeting, you can speak more directly to the prospect and raise your response rates in the process. If you include every detail about your offering, it’s easy for prospects to become overwhelmed. Be creative — your market is bombarded with messages daily, so grab their attention and engage them. Your fulfillment processes can help or hurt your close rate, so be sure you outline your requirements. Even on a small campaign, you can evaluate your ad, your copy, your list or other factors before you spend your entire budget. Choose a subset of your list or two versions of an ad; test them in small quantities and choose the best one for rollout.
The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company.
You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. We've created this new template to help marketers plan a campaign if they are managing it themeselves in a small business or are briefing colleagues and agencies in a larger business. A "strategic extension campaign" (SEC) methodology developed by FAO has been introduced in Africa, the Near East, Asia, and Latin America. The SEC programme follows a systems approach, which starts with a farmers' Knowledge, Attitude, and Practice (KAP) survey whose results are used as planning inputs and benchmark-baseline for summative evaluation purposes.
Empirical evaluation studies (using information recall and impact surveys, focus group interviews, and management monitoring surveys) of strategic extension campaign methods applied to specific FAO-supported extension activities conducted, for instance, in Bangladesh and Malaysia (on rat control), Thailand (on pest surveillance system), Malaysia (on weed management), Zambia (on maize production), Malawi, Jamaica, and Morocco (on population education), reported positive changes in farmers' knowledge, attitudes, and practices vis-a-vis the recommended technologies as well as significant economic benefits. This SEC method has been replicated with FAO assistance in many countries in Asia, Africa, the Near East, and the Caribbean, with topics such as line-sowing method of rice cultivation, maize production, cocoa cultivation, tick-borne disease control, contour tillage, population education, and ploughing with draught-animal power.
The strategic extension campaign (SEC) is not an alternative to the conventional extension programme or activity. This participatory approach extension method is responsive to intended beneficiaries' agricultural development problems and information needs because its extension objectives, strategies, methods, messages, and multimedia materials are specifically developed on the basis of survey results of their knowledge, attitudes, and practices (KAP) vis-a-vis the recommended agricultural technologies. In order to make the best use of available extension resources, SEC activities concentrate on meeting the information, education, and training needs of intended target beneficiaries. The SEC method advocates an integrated and holistic approach in extension strategy development, programme planning and management, training, media and materials development, and monitoring and evaluation. In order to minimize the heavy technology bias of many extension activities, the SEC method gives adequate consideration to human behavioural aspects, such as socio-psychological, sociocultural, and socioeconomic factors which may facilitate or impede adoption, or continued practice, of recommended technologies by farmers.
The SEC method gives due attention to human and environmental factors which may influence the important decision-making process related to agricultural technology adoption and practices. The SEC is particularly distinguished in that it normally focuses on specific issues related to a given agricultural technology recommendation.
The segmentation or classification of extension problems, objectives, strategies, and information needs according to a target audience's levels of knowledge, attitudes, and practices (KAP) in regards to a given recommended technology is not only conceptually important, but practical and useful as well. One of the most common problems or constraints of a national extension service is the shortage of field extension personnel to reach large numbers of farmers in widely spread geographical areas with inadequate transportation. The SEC method employs a multimedia approach whereby a cost-effective combination of mass, personal, and group communication channels (including extension workers and trainers) and materials are efficiently utilized to reduce extension cost and efforts and to increase its effectiveness in dealing with a larger number of target audiences more rapidly. Most extension services in developing countries suffer from the lack of relevant and practical extension and training materials to support the field activities of their extension workers.
Providing specifically designed and relevant training support materials to extension workers will not only facilitate their tasks and reduce their heavy workload. FIGURE 2-5 - General and Simplified Guidelines on Utilizing Results of Knowledge, Attitude and Practice (KAP) Survey for Planing and Developement of Extension Campaign Strategies. In SEC activities, extension workers are provided with pretested extension and training support materials whose messages are specially designed and developed on the basis of the extension programme's problem-solving strategy plan. The advantage of employing a Knowledge, Attitude, and Practice (KAP) survey, as one of the tools for participatory problem identification and information needs assessment, is not limited to obtaining specific baseline data and inputs for planning extension strategies and improving its management operations. Another important aspect of SEC is that it not only provides empirical evaluation results, but it also usually includes a step-by-step documentation of its operational process through summary briefs as well as more detailed printed, audio, or visual reports and presentations. Most, if not all, of the important principles and techniques employed in planning, implementing, and managing SEC activities are applicable for developing and implementing any extension programme. In the context of agricultural extension, a campaign is one of the methods of extension which can reach a large number of target beneficiaries in a short time period.
Applying such a systems approach points out the need to train staff to master the whole extension process, rather than only some elements of the process or part of the activities.
It is, therefore, imperative that in the process of introducing or replicating the SEC method in a country, training a national group of extension planners, managers and trainers, subject-matter specialists, communication support staff, and field extension officers on relevant SEC methods and techniques must be an integral part of the SEC programme planning and implementation. In addition, operations research such as baseline Knowledge, Attitude, and Practice (KAP) surveys and other means of formative and summative evaluation must be built in to the extension process, programme, and methodology.

The SEC method relies heavily on the participation of those who are involved in campaign activities, including campaign staff as well as target beneficiaries, in providing relevant inputs or suggestions throughout the campaign process. Through a careful and systematic method of soliciting fairly specific ideas and suggestions from a sample of concerned groups of people involved in SEC activities, a useful campaign map can be drawn to determine its direction, strategy, types of message contents, training needs, and field implementations requirements. Planning is defined as a process of identifying or defining problems, formulating goals, thinking of ways to accomplish goals, and measuring progress towards goal achievements (Middleton & Hsu Lin, 1975). The process of developing a strategic extension plan can be divided into two major parts: strategy development planning and management planning. Formative evaluation should be a component in all of these phases, especially in phases 4 to 6.
These four phases should be supported by a management information system to provide planners with regular and up-to-date information for at least the basic components of the management objective: who will do what and when.
Because the strategic extension campaign (SEC) method follows a participatory and demand-driven or needs-based approach, target beneficiaries need to be consulted in the process of identifying problems and needs regarding their requirements or acceptability of a given technology. Results of a KAP survey can be used to analyse which specific elements of the technology package are not known to the majority of target beneficiaries, what are the reasons for their negative attitudes, how and why they have practised recommended technologies inappropriately, etc. Experiences from various SEC applications have generated some important and useful lessons for increasing the effectiveness of agricultural extension systems and programmes.
The ultimate in convenience AND organization, the Online Marketing Content Planner is a down-loadable electronic calendar for creating your annual email, blog, video, and social media publishing schedule for the year. This easy-to-use, totally customizable content and message planner functions like an editorial calendar (see image above) for your online marketing messages and content. It is your central hub for brainstorming and recording the publication dates and topics of your articles, videos, announcements and status updates distributed and sent through your newsletter, email marketing, blog, YouTube, Facebook, Twitter and more.  Don’t be without it this year and in years to come! Align your messaging across different online channels – email, social media, YouTube, and more – are you being consistent and authentic?
Wouldn’t it be great to get a helping hand creating your annual message plan right along with the perfect tool to do it? Join the Email CommunitySign up for email and get new blog posts, breaking industry news, event discounts, the latest free email tools and more! With new digital marketing channels introduced, email marketing is still one of the channels that generate high ROI. That’s the reason why you need to be detail oriented in order to derive ROI from your email marketing initiatives. With tight delivery dates scheduled for yesterday, the focus on strategic aspects of email marketing invariably gets buried. TIP 2 - Once you have organized your email marketing campaign with the Planner, you need to then estimate your ROI. TIP 3 - To drive email marketing success, you also need to use a high-quality email list, without which your efforts would be ineffective. This list consists of specialists and physical therapy professionals within the field of physical medicine and healthcare service providers. This list contains data on registered nurses, Licensed Practical Nurses, Nursing Assistants, CRNAs and many others from the USA, UK, Australia and other countries.
Please feel free to browse through all data cards to see the complete set of mailing lists.
With every new month, you can duplicate the Planner tab or add more rows to the same spreadsheet. You can tweak formulas based on the how you calculate Deliverability, Open Rates and Click-through Rates. With this planner, you can investigate, evaluate and organize your email marketing campaigns.
By recording Date and Time, you can find out the best period to send your campaigns and optimize results.
By recording Campaign Theme, Objective and Target Audience, you can create focused campaigns and tweak future plans by analyzing results. By recording Email Link and Landing Page Link you and your team can get easy access for future reference. By recording Author and Status you can track the status of campaigns and locate resources responsible for each task.
By recording Total Emails Sent, Total Emails Delivered, Total Emails Opened, Total Clicks (Unique Visitors), Pages Viewed, Hard Bounce, Soft Bounce, Unsubscribe, and Number of Forwards, you can track and find out metrics such as Deliverability, Open Rate, Click-through Rate and Number of Leads Generated. We created this planner to make it easier for you to plan, organize, measure and optimize your email marketing campaigns.
Encourage in-store visits via email, especially once you pass standard shipping times (and not just during Christmas season).
However, they require a long-term strategy because you'll need some time and effort to collect personal and behavioral data. Just imagine how much buzz a single message can create during holidays and times of celebration, when the human tendency to share reaches its peak. Plan your top offers far enough in advance, allowing for your customers to receive delivery within standard shipping dates. Reward subscriptions during celebration periods—via blogs, Facebook, site Web forms, in-store checkout, and events.
Try to not only repurpose the successful elements but also identify the weak sides of your promotions so you can eliminate them next time.
If yes, then you were standing on the threshold of the vast and tricky opportunity called “seasonal marketing”. For any seasonal or holiday opportunity you want to cash in on, you need to begin planning and preparing at least 2 months in advance.
So, here is one little effort by Team Octane for all those who are still missing on the upcoming marketing opportunities in 2012.
Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO. It’s noisy in the marketplace, and a message delivered once through a single medium rarely makes a difference. While the company had been in business since 1955, it had only a 12% brand recognition rate before the campaign launched.
As a result of the long-running campaign, Aflac’s brand recognition jumped from 12% to 90%, and increased sales catapulted Aflac into a leadership position in the supplemental insurance market. Complex campaigns leverage multiple mediums, use a sequence of messages over an extended timeframe, support positioning, define a brand experience, and handle the campaign fulfillment and selling. Mail a postcard to attendees three weeks before the show; invite them to your booth with an intriguing incentive.
For example, when you know how many new customers you need, you can calculate how many leads you’ll need, and then design campaigns to generate that number of leads over the course of the year.
You don’t always hit them, but you test and improve different elements; the ROI on your overall budget is above your goal.
For example, if you’re trying to generate 100 new customers, figure out how many leads you’ll need and when you’ll need them. You may need campaigns to generate and nurture prospects, to sell direct or through a channel, or to market to existing customers.
For example, if you’re running a campaign where prospects request a software demo, and it doesn’t arrive for a week, your prospects may lose interest. That means having a deep understanding of the media you’re using, carefully planning your media buys, tracking your results, and following the best practices and steps for each media you use. When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right.
What are we trying to achieve through our campaign and how will we know when we achieve it? In addition, a series of practical and participatory approach workshops are conducted to train extension personnel, subject-matter specialists, trainers, and farmer leaders together on the skills of extension programme planning, strategy development, message design and positioning, multimedia materials development, pretesting and production, as well as management planning, implementation, monitoring, and evaluation. In addition to various SEC replications within a country, the multiplier effects of its method are felt beyond national boundaries.
SEC is, and should be, an integral part of the programmes of an agricultural extension service. Such a participatory approach in planning SEC activities increases the degree of relevance, and thus acceptability, of extension messages or recommendations among intended beneficiaries who are consulted during the planning process regarding their priority concerns and needs. Without sufficient understanding of their positive or negative attitudes and behaviour towards a given technology, the technology transfer process would be slow and ineffective, especially if the extension emphasis is on appropriate technology application by farmers.
It employs a behavioural science analysis, based on a participatory needs assessment and problem identification of the target audience, in developing appropriate strategies and tactics to overcome or minimize humanrelated constraints affecting the agricultural technology transfer and application process. Problems related to low knowledge level require different solutions than those related to attitudinal problems. Moreover, extension workers are usually overburdened with an unnecessarily heavy workload which includes almost everything that has to do with farmers at the village level.
Such an approach does not imply that extension workers can or will be replaced by these community resources. Many extension workers rely primarily on their interpersonal communication skills, and thus their time during farmers' meetings may not be used as effectively as it should be. It will also ensure a certain degree of quality control in the delivery of technical information or extension message contents. Furthermore, these extension workers are also given special training to ensure their understanding of extension strategies, message contents, and management-implementation plans, as well as when, with whom, and how they should utilize the various multimedia support extension and training materials. It also provides benchmark information and data for the purpose of qualitative evaluation, in terms of changes in the levels of KAP over time. Such process documentation and evaluation results have proved to be instrumental for facilitating SEC replications and in obtaining necessary policy, institutional, and financial support.
The SEC's process, operational phases, and implementation steps (Figures 2 and 3) are essentially similar to that of a regular (but well-designed) extension programme.
As indicated in a number of SEC evaluation studies, many extension staff who had been trained and have implemented SEC activities have continued to use their skills in developing and implementing other institutionalized extension programmes for various agricultural technologies.

It will not only spell out the implementation procedures and requirements, but will also be used to develop a management information system, including monitoring and supervision procedures. The SEC programme planning framework and process are outlined in Figure 1, where all ten operational phases include participatory approach activities by soliciting relevant "feed-forward" and feedback from target beneficiaries.
Thus, as can be seen in Figure 2, the suggested procedures in implementing a strategic extension campaign include training activities (through skills-oriented workshops) related to the operational phases or implementation steps which follow closely the conceptual framework and process. Significantly higher cost and a longer time are required for the initial implementation of SEC activities, but such an investment in human resources development is perhaps one of the most cost-effective inputs which could significantly contribute towards institutionalization of an SEC approach in improving and strengthening a national agricultural extension system and service. The most vital part of the process is the actual field action and implementation activities which will be required for the preparation and followup of strategic extension campaign training and operations research activities.
By so doing, SEC activities are more likely to address relevant problems and issues, as well as to provide practical solutions which are based on target beneficiaries' needs.
A problem-solving and demand-driven strategic extension campaign also needs relevant "feed-forward" information from its intended beneficiaries and concerned campaign personnel. A strategic extension campaign plan should provide specific guidelines and directions in developing and making information, education, and communication activities operational. Formative evaluation in this context means the process of testing the suitability, appropriateness, or effectiveness of the campaign strategy and plan, including its multimedia messages and support materials, preferably before full implementation, in order to ensure good campaign performance or results. There are three kinds of management activities for which such information is needed to make effective decisions: personnel, finance, and logistics.
While problem identification methods such as Participatory Rural Appraisal (PRA) and other macrolevel studies can provide good contextual information, a more specific and focused method of obtaining qualitative information and quantitative data should also be considered. KAP survey results can also be used for audience analysis and segmentation purposes to determine who needs which types of information through what combination of multimedia materials and channels.
Details of the lessons learned are presented in Adhikarya and Posamentier (1987) and Adhikarya (1994).
Email marketing has evolved, with device-agnostic designs, tone of messaging, targeted messaging to a target audience, to a change in focus on segmentation. To make it easier for you to get an overview of what works and what doesn’t, this Email Marketing Campaign Planner is a suitable ready-reckoner.
Here’s an Email Marketing ROI Calculator that provides an easy way to calculate if you are generate revenue on every dollar spent.
The Planning Phase (columns A to J) – Includes details of Date, Time, Campaign Theme, Objective, Target Audience, Author, Status, Subject Line, Email Link, Landing Page Link.
The Tracking and Results Phase (columns M to Y) – Includes details of Total Emails Sent, Total Emails Delivered, Total Emails Opened, Total Clicks (Unique Visitors), Pages Viewed, Hard Bounce, Soft Bounce, Unsubscribe, Forward, Deliverability, Open Rate, Click-through Rate and Number of Leads Generated.
That's why marketers around the world take advantage of changes in season to create marketing campaigns that increase their revenues.
So don't wait till December; invest in preference centers and website-behavior tracking throughout the year.
Make your offer a "friends and family event," ensuring it resonates throughout the network. If you've got some other follow-up cycles going, it might be worth deactivating them during the hottest periods.
Preview how messages render in various inboxes, review them with an objective eye, conduct split tests before sending your messages to all.
This little effort is definitely going to create huge difference: help you define clear dates and objectives for your campaigns throughout the year and enable your marketing campaigns in 2012 deliver some exceptional success. While there’s no magic number regarding the best frequency for a message to make an impact, opinions range from three to twenty times, with seven being an old marketing adage. Write a search-optimized press release and post it on your site; distribute release and pitch to a key industry reporter. We also hope it will help prompt you to think of different ways of integrating new digital marketing approaches into your campaigns. Typically an agency will recommend this, but clients will have suggestions based on past campaign performance. Its extension strategies and messages are specifically developed and tailored based on the results of a participatory problem identification process on the causes or reasons for farmers' nonadoption, or inappropriate practices, of a given recommended agricultural technology or innovation. One of the strengths of this approach is in orienting and training relevant extension personnel to apply a systematic, rational, and pragmatic approach to planning, implementing, managing, monitoring, and evaluating regular or routine programmes of an agricultural extension service. The effectiveness and efficiency of such a service could be increased because of SEC's emphasis on its problem-solving orientation, participatory planning approach, intensive extension personnel training, multimedia materials development, and extension management, monitoring, and evaluation procedures. It applies a strategic planning approach in programming and managing its activities to achieve maximum outputs or results using minimal inputs or resources in the shortest time possible. There is considerable evidence to suggest that nonadoption of a recommended agricultural technology or innovation is often related to, or caused by, nontechnological factors such as social, psychological, cultural, and economic problems. Unlike more conventional extension programmes or activities, it does not "extend" the whole gamut of information on the recommended technology package. Similarly, strategies for changing negative attitudes on a recommended technology are likely to be different than those for solving incorrect practices in technology application or convincing people to try to practise a recommended technology. Such an overreliance on extension workers is neither technically sound nor operationally efficient. Rather, it is a rational approach of using available resources most efficiently for certain tasks, such as using extension workers for educational or instructional purposes, which require two-way interactions, field demonstrations, group discussion, and so forth that cannot be done as effectively by mass communication channels.
Experience has also shown that extension workers' motivation, enthusiasm, confidence, and credibility increase when they are given relevant and attractive multi-media support materials which they can use to improve the effectiveness of their extension and training work.
Some have replicated the complete SEC process, while others have applied only certain SEC principles or techniques. The SEC method advocates carrying out extension activities in a systematic, sequential, and process-oriented manner, rather than on an ad hoc basis. On the basis of the conceptual framework presented in Figure 1, we can identify three different but interrelated activity components and implementation steps which are part of the ten operational phases. Not only should the intended beneficiaries of a campaign be consulted, but potential campaign implementors such as concerned field staff, trainers, and community leaders should also be involved and given a role to play in different aspects of campaign planning, implementation, and management.
A suggested procedure for conducting a participatory assessment of problems and needs is through a baseline survey of target beneficiaries' knowledge, attitudes, and practices (KAP) on specific and critical elements of a recommended technology.
Planning and development of rat control campaign objectives and strategies for the state of Penang, Malaysia. It’s never too late, 2012 has just started and has got so many occasions for you to leverage from seasonal marketing. Once you start doing this, you’ll realize there was more work than you could have imagined, and you’d thank your stars for starting out early.
Kaplan created a new character, the Aflac Duck, who appeared in ads featuring customers who had trouble remembering the insurance company’s name.
The SEC technology transfer and application approach is needs based and demand driven and has a problem-solving orientation.
Its activities should be carried out by extension personnel and to support the ministry of agriculture's policies, strategies, and priority programmes.
Rather, it tries to understand and assess farmers' local indigenous knowledge, values, and belief system on farming practices, which may be good, need to be improved, or perhaps need to be discouraged. Such a method needs to apply bottom-up and participatory planning procedures which will give high priority in meeting the interests and needs of the target beneficiaries. SEC activities such as surveys, strategy and management planning, multimedia materials design and development, training, field implementation, monitoring, and evaluation are integrated as a system, which is also an integrated part of a larger extension programme which has linkages with relevant agencies or units dealing with research, inputs-supplies, training, and marketing. Instead, it selects, prioritizes, and utilizes only the most relevant and necessary information or facts which can maximize the effectiveness of extension efforts to minimize or solve the identified problems of nonadoption of a recommended technology.
The implications of the different KAP levels would greatly influence the development of problem-solving strategies, message design, selection of multimedia mix (including when and how to utilize group and interpersonal communication channels, such as extension workers), and materials development, as shown in Figure 1.
Some extension functions for certain purposes such as awareness creation, information delivery, and motivational campaigns can be more effectively and efficiently performed by other means, channels, or nonextension groups under the coordination and supervision of extension workers.
SEC uses various participatory-approach evaluation methodologies including, among others, the quantitative survey, focus group interview, pretesting, recall tests, content analysis, field monitoring, and cost-benefit analysis. It may be safe to assume that if SEC activities can be carried out successfully in a campaign context, which has a very short time period, then SEC processes, methods, and techniques, either partially or holistically, can be incorporated effectively into a regular and institutionalized extension programme which has a longer time span.
It is a planned extension programme with interrelated activities to be carried out following a management implementation plan by well-trained personnel within a given time schedule.
These components, as shown in Figure 3, have various types of activities which are conducted in a process-wise sequence, as indicated by the various implementation steps (Figure 2). Modification of the plan may be required because of specific local conditions and problems or alteration of the policies or objectives which guided the original plan. The KAP survey is problem-solving oriented and operates at a microlevel, with a focus on determining the knowledge, attitudes, and practice levels of target audiences vis-a-vis the critical elements of a given technology recommendation.
In the ads, the duck appeared in the background and quacked the name “Aflac” (while usually ending up in a funny predicament). Tailoring the SEC messages and activities to the specific needs of the intended beneficiaries would not only increase the chances of success, but also would increase the efficiency in resources utilization.
It stresses the need to provide strategic, critical, and "quality" information, which must also include nontechnological information as the reasons why nonadoption of agricultural technologies are often related to sociopsychological, sociocultural, and socioeconomic factors.
Application of a behavioural modification approach using information based on the KAP levels of the target audience for message development, media selection, and materials development alone could significantly increase the cost-effectiveness of extension activities. The KAP survey seeks qualitative information from respondents, through focus group interviews, on the reasons and causes of their negative attitudes and nonadoption or inappropriate practice with regards to recommended technologies.
Appropriate human behavioural science principles are thus applied to extension problem solving and in information positioning and utilization, which is responsive rather than prescriptive in nature. KAP survey results are very useful for campaign objectives formulation and strategy development.

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